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随着国家提出的“新丝路”和“一带一路”战略目标的实施,新疆的旅游业随之也有了新的机遇,且迅速发展。同时,与之配套的旅游纪念品市场也日趋繁荣。具有新疆本土特色旅游纪念品的开发也被提到了议事日程。本文以新疆麦盖提的刀郎农民画为例,分析新疆特色旅游纪念品市场的现状,探讨如何把刀郎农民画这一极具民族特色的绘画艺术品纳入到新疆旅游品的市场开发中去。同时对刀郎农民画的生存现状及市场化策略进行分析,通过打造开放的创新平台,走民族特色研发等营销策略,来促进具有新疆民族特色的刀郎农民画健康、快速发展。
With the implementation of the strategic goal of “new Silk Road” and “Belt and Road” proposed by the country, Xinjiang’s tourism industry has also had new opportunities and developed rapidly. At the same time, with the accompanying tourist souvenir market is also increasingly prosperous. With the development of Xinjiang native souvenirs have also been mentioned on the agenda. This paper takes Dolan Peasant Painting in Xinjiang as an example to analyze the status quo of Xinjiang specialty tourist souvenir market and discuss how to incorporate Dolan Peasant painting, a nationally distinctive painting artwork into the market development of tourist products in Xinjiang. At the same time, it analyzes the present situation and market-oriented strategy of Dolan Peasant’s painting and promotes the healthy and rapid development of Daolang peasant’s painting with Xinjiang’s national characteristics by creating an open and innovative platform and taking the marketing strategy of ethnic characteristics research and development.